With the arrival of the winter solstice, China's year-end shopping spree is not just about gifts and decorations but also involves indulging in traditional delicacies like dumplings. This year, Ele.me, one of China's leading food delivery platforms, has witnessed a staggering 300% increase in searches related to dumplings. This surge highlights the growing importance of traditional dishes during this culturally significant time.
According to Ele.me, the consumption of dumplings has transformed from mere tradition to becoming part of the ritualistic expressions of the youth embracing their heritage. During the winter solstice, known as 'Dongzhi,' young people are turning to hot, hearty dumplings, symbolizing reuniting with family and the warmth of the season.
To tap within this fresh momentum, Ele.me teamed up with NetEase's Wave Studio to release the 'Young People's Seasonal Consumption Trends' report. The report emphasizes how rituals tied to seasonal changes play multifaceted roles, and for many youth, they serve as avenues of emotional expression. 'The integration of traditional knowledge with contemporary creative expressions fosters unique emotional connections through platforms like social media,' the report suggests.
To enrich this winter solstice experience, Ele.me launched the 'Heritage Dumpling Festival' campaign, coinciding with educational content about the history of dumplings and their relevance to this festival. They also partnered with 'Hello, Palace Museum' to bring the ancient narratives of dumpling consumption to today's youth, interspersing modern and historical perspectives.
On the day itself, Ele.me announced they would give out 30,000 free meals from renowned restaurants and added another 10,000 dumplings as gestures of gratitude for public support for their heritage initiative. This generous offering aligns perfectly with the established consumer trends where young generations often commemorate their cultural roots through food.
Interestingly, the report also highlights how consumer behavior is directly linked with cultural beliefs during traditional festivals. During the Qingming Festival, for example, foods like green rice balls witness peak orders, emphasizing the need for continuity of cultural rituals. Similarly, summer treats such as hami melon signal seasonal preferences, and autumn brings forth indulgence in crabs.
More remarkably, regional differences impact choices: northern cities often prefer dumplings to celebrate the winter solstice, creating local 'food circles' honoring their unique culinary heritage, diverging significantly from southern trends where rice balls might reign. For the youth, it becomes evident; their choices not only reflect regional flavors but also continue the legacy of their cultural roots.
The emergence of 'new food rituals' among the younger generation showcases their quest for meaningful experiences beyond the traditional. The report explains how creating ritualistic elements, even just during casual moments at home, is central to personal satisfaction. Interests like sharing meals, creating inviting spaces, or simply enhancing the experience through ambiance now form part of modern pop culture.
Ele.me and other platforms are now integrating traditional food consumption with innovative marketing strategies promoting seasonal specialties and appealing to the Z generation's novelty-seeking characteristics. Efforts around events like the 'First Cup of Milk Tea' during the start of autumn showcase how the marketing message intersects with seasonal changes.
During the 'Small Snow' period, Ele.me’s connection between traditional wine and modern drinks has shown impressive uptake, demonstrating how culture can evolve seamlessly with times. The growth was palpable, with delivery stats reflecting trends—beverages soaring 40% during this period.
Despite these shifts, the cultural weight remains—with the winter solstice at its heart—bringing elegant and warm food traditions back to the forefront. This winter solstice is not simply about consumption but embodies emotional connections for the youth, who celebrate their heritage through flavorful and symbolic meals.
To encapsulate it all, the digital age has reshaped traditional practices, allowing brands like Ele.me to engage users across generational lines, pulling memories from history and wrapping them with modern practices. This year, as the winter solstice draws near, it will be fascinating to witness how the vibrant celebration of these culinary traditions evolves, driven by today’s thoughtfully connected generation.
